EASTER TOURISM BOOST AT VICTORIA FALLS—BUT IS IT SUSTAINABLE?
The FOX Newspaper
LIVINGSTONE – The Zambia Tourism Agency (ZTA) has announced what it describes as a significant rise in local tourism to Victoria Falls over the Easter weekend, with 3,963 local and 721 international visitors recorded between April 18th and 19th. But while the numbers sound impressive, questions linger about sustainability, affordability, and long-term growth beyond holiday peaks.
Tourism Minister Rodney Sikumba attributed the uptick to the government’s intensified domestic tourism campaigns, including the “Take a Holiday YAMULOKO” initiative and promotional efforts led by ZTA.
“It is gratifying to see Zambians respond to our domestic tourism campaign,” Sikumba said.
But industry observers are urging caution against reading too much into a two-day surge, especially during a public holiday when travel naturally spikes.
A family trip to Victoria Falls, even for locals, remains costly. Despite repeated calls for “local rates,” some lodges and tour operators still price services beyond the average Zambian’s budget. The recent visitor count, though encouraging, may reflect a narrow demographic—urban middle class, civil servants, or those accessing subsidized group travel—not the broader population.
ZTA CEO Matongo Matamwandi expressed hope that other destinations like Samfya, Siavonga, and South Luangwa would see similar interest.
“We encourage tourism operators to continue offering local rates to Zambians so we can grow the sector together,” Matamwandi said.
However, many of these destinations lack proper infrastructure, reliable transport, and consistent marketing support. In Samfya, for instance, visitors complain of bad road networks, while the Northern Circuit continues to lag due to underinvestment.
Tourism experts say Zambia must stop relying on spikes around Easter, Independence, and festive holidays to assess growth. What the country needs is a steady stream of local tourists year-round, supported by better transport systems, affordable accommodation, and aggressive marketing.
“A holiday campaign cannot thrive in isolation,” said one tour operator in Livingstone who asked not to be named. “People need money, time, and safety to travel. If we don’t address those basics, we’ll just be celebrating long weekends every year while missing out on real growth.”
While it’s fair to acknowledge the positive response this Easter, the bigger picture shows a tourism sector still battling accessibility issues and over-reliance on moments instead of momentum.
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EASTER TOURISM BOOST AT VICTORIA FALLS—BUT IS IT SUSTAINABLE?
